THE 2026 Fifa World Cup may not be traditional finance fare, but the sporting event of the summer has implications for the corporate world – a fact eagerly seized on by us business journalists.

There is the usual angle of the numbers behind the event: the billions of dollars that football association Fifa rakes in from the television rights, corporate sponsorships and ticket sales. 

London-based market research firm Ampere Analysis estimates that revenue from sponsorship and media rights from 220 territories worldwide will likely be in the region of US$6 billion. 

Then, there is betting revenue. Macquarie is forecasting total World Cup wagers to exceed US$50 billion globally, way above the US$35 billion made during the 2022 event, Reuters reported. No small beer indeed.

There are also the economic effects from the spending on retail and accommodation, even though some of the projected benefits may not fully materialise. A report by Canadian media on Jul 5 highlighted that the event is “no Taylor Swift” concert.

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